Dreams and Uncommon unveil new campaign ’Sleep Like Log’

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Dreams, the UK’s no. 1 bed retailer, has revealed a bold brand campaign created by Uncommon, fronted by a new inanimate spokesperson, Log, the ultimate sleep expert, to help the nation sleep better.

The ‘Sleep Like Log’ campaign is the first brand campaign from Dreams since its category-driving campaign Replace Every 8 in 2015. The irreverent new campaign directed by comedy masterminds Adam and Dave (Arts & Sciences) aims to bring humour to the category while also helping the country improve the quality and quantity of its sleep.

A play on the age-old expression of “sleeping like a log”, the work is a hilarious, informative and occasionally cheeky odyssey into the world of Log. As well as showcasing Dreams huge range, we see Log sharing some of his best tips for improving sleep, whether that’s using air-purifying houseplants or setting a caffeine cut-off after 4 pm.

The creative sees Log being introduced in a Dreams store where he extols the virtues of the Dreams range and their staff expertise, while a plethora of logs of all shapes and sizes demonstrate that Dreams have a bed for every kind of body.

The work also includes an extensive series of shorter films, as well as in-store and online activations. The films comically draw on moments in Log’s routine in a bid to share useful sleep tips. Log hilariously swoons over delivery men arriving to assemble his new bed in ‘Assembly’, sets himself on fire accidentally whilst lighting candles to unwind before bed in ‘Candle’, and quits dating apps to have more peaceful uninterrupted sleep in ‘Smart Phone’.

Simon Moore, director of marketing at Dreams, said: “Dreams is the market leader but in an increasingly competitive category – and one where there has previously been little disruption and differentiation – we knew we need to be bold and bring something very different to market.

“Everyone knows the old adage “I slept like a log”, but the reality is far too many people are not sleeping well enough and not getting the physical and mental benefits of a great night’s sleep. For us it was simple – drive brand affinity by doing sleep education, but do it differently.”

Kelly Davis, head of marketing communications at Dreams, added: “Dreams are all about sleep expertise, so consider Log the ultimate sleep expert. Log doesn’t work for Dreams per se. He’s simply an enthusiastic Dreams and sleep fan that wants to share everything he knows about slumber in a witty and memorable way. We look forward to seeing everyone’s reactions and hope Log will get across the important message that ‘sleep matters’ so that it will help more people #sleeplikelog.”

Nils Leonard, Co-founder at Uncommon continued: “Whether it’s our phones or FOMO the UK has a sleep problem. Disrupting the conversation with some humour and a completely inanimate brand mascot is a fun way to get us all thinking a bit more about investing in the place we spend half our lives, our beds.”

As part of the creative, Dreams has also produced new product adverts using virtual production technology, a more sustainable filming option that limits the need to travel or source materials for sets. Dreams is the only UK retailer to leverage this technology in an advertising campaign, marking another exciting first and supporting Dreams’ sustainability efforts.

Media planning and buying is by Havas Media, with activity running across TV, BVOD, PVOD, audio and social channels from Wednesday 13th October. Continuing its long-standing partnership with All4, Dreams will also run a number of exclusive idents on the service. A number of assets have also been created to support their in store experience, website and social platforms including 3D printed life size models of Log.

The Sleep Like Log campaign delivers on Dream’s mission of “Better Sleep for All”, which has previously included a strategic partnership with Team GB and ParalympicsGB, with the brand as the official sleep partner.